Amber Goetz

Founder of The Active Media. Technical SEO and AI search strategist. Before anyone called it AI search optimization, I was rebuilding site architecture from the ground up and teaching business owners why their traffic didn’t convert. That hasn’t changed. The tools have.

Hurricane, Utah. Former TV host and stunt performer.

By the Numbers

Real counts from the work I run today, not lifetime vanity totals.

2012

The year I went all in on SEO. Building websites since 2005.

30+

Active SEO retainer clients, no lock-in contracts

50+

Paid ad campaigns managed, up to $75k a month in budget

From Stunt Work to Search

Why I run SEO like a stunt: plan it, rehearse it, then execute with no room for error.

I didn’t come up through a marketing degree or an agency internship. My background is in TV and film: on-camera hosting and stunt work. That world runs on split-second decisions, reading an audience and performing under pressure with zero room for error.

When I moved into digital marketing, I brought that same mindset. You don’t get to guess. You don’t get to hide behind vanity metrics. Either the numbers move or they don’t.

I built The Active Media because I kept watching businesses burn through ad spend on junk keywords that drove traffic with no intent. I specialize in cleaning that up: cutting the noise, finding the keywords that bring the right leads and building systems that don’t need to be babysat.

“Most agencies are managing your budget. I’m looking for what they missed.”

On cameraTV and film hosting and stunt work. Pressure, timing and an audience that won’t wait.
2005: Building websitesStarted developing sites and learning how they actually work under the hood.
2012: All in on SEORebuilding site architecture and teaching owners why traffic wasn’t converting.
The Active MediaFrom a one-woman shop to a full team for SEO, AI search, paid ads, web and content.
SEO Sidekick and Ready for TractionA newsletter and podcast that teach business owners to understand their own SEO.

What I Do Best

Six areas where I spend my days, and where most of my clients first need help.

Technical SEO

Crawlability, Core Web Vitals, site architecture, schema markup and indexing issues. The engine work nobody else wants to touch.

AI Search and AEO

Getting cited by Google AI Overviews, ChatGPT and Perplexity. Entity SEO and answer engine optimization before most agencies knew it existed.

Paid Search

50+ campaigns managed, up to $75k a month in budget. A specialist in cutting junk keywords and moving spend to where it converts.

Content Strategy

Topical clusters, pillar pages and SERP-aligned content that ranks. No AI fluff. Content built with intent.

Analytics and Reporting

Search Console, Ahrefs and GA4, made readable for owners who need to make decisions, not just stare at dashboards.

Web Design for SEO

A .comm Award recipient for clean user experience. Sites that load fast, convert visitors and give Google nothing to complain about.

How I Work

Four rules I don’t bend for any client, big or small.

Performance contracts only

Every retainer client is month-to-month. No lock-ins, no 12-month minimums. If the work isn’t moving your numbers, you shouldn’t be paying for it.

Kill the junk keywords first

Most agencies load accounts with high-volume keywords that look impressive in reports and attract the wrong traffic. I cut those first, then rebuild around the keywords that bring your actual buyers.

Analytics you can actually read

I don’t hide strategy behind dashboards. Every client leaves our calls knowing exactly what moved, why it moved and what’s next.

Technical first, content second

You can’t rank content if Google can’t crawl your site. Before we touch a single blog post, I want your Core Web Vitals, index coverage and architecture. Fix the engine before you tune the fuel map.